Griffis Residential Investments Case Study: 


How Griffis broke into video marketing and raised $512.5 million in investments, surpassing their fundraising goal by over 20%

Overview

Griffis Residential is a leading multi-family real-estate investment company, who approached us ahead of their latest fundraising campaign, for their Fund V.


Unlike previous fundraising campaigns that achieved success through traditional, word-of-mouth marketing methods, Fund V was set to blaze a trail with an online investment portal and considerable spend in digital marketing.

Griffis Residential needed an investor-facing brand commercial that encompassed everything they have to offer to potential investors, their company culture, and of course their fantastic properties.


The Approach

Starting with research & brainstorming into what sets the brand apart from competitors, their values, and key selling points for this campaign, we were able to develop some key talking points and interview questions. We decided on an interview-driven video to bring the message directly from the executive team at Griffis Residential, but still keep it authentic and unscripted.

We planned a full day of shooting in Denver CO with 3 interviews, and then also covered interior & exterior shots of 2 properties, some great B roll of their executive team on site, and their customer service. The vision was for an upbeat, modern video, that included some well-planned concise points about the investment offering, but also spoke to their belief system and their unmatched service-offering - which is ultimately the reason for Griffis Residential’s success.

This video was placed primarily on a custom-built site for the campaign (now a full-fledged investment-focused website), as well as distributed through a few other key investment information portals.



The Result:

$512.5 million in equity raised

The fund closed late April 2020 and collected $512.5 million in equity commitments from 30 investors. This far surpassed the goal of $425 million, and while this entire fund amount can’t be attributed to the video alone, a size-able portion of traffic was from the video, which garnered over 10,000 views on the landing page. 


A particular point of success in this case too, is that Fund V closed during the middle of the onset of the COVID-19 pandemic. And while this is a turbulent time for any investor, Griffis Residential was able to close this fund strong, proving the power that a strong digital strategy with video, and a strong value proposition can have.